This post gives a summary of a webinar by Smart Insights expert commentator Stephen Bateman of Concentric Dots.
Stephen started by showing the ongoing and increasing thirst for knowledge on content marketing, starting with this Google Trends data showing a large increase in each of the last 3 years since we have been advising on content marketing.
You can also see the growth in popularity from this infographic showing B2B Content marketing trends for 2014 that we shared earlier in the Autumn. In Stephen's talk, he reviewed the challenges of content marketing and then suggested that a more strategic approach can give better alignment with consumer needs and business aims.
You can view all 6 recordings from the Digital Marketing 2014 Summit here.
The other summary posts of the trends featuring the Slideshares are:
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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The Content Marketing toolkit contains:
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